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Marketing 101
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Marketing 101


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marketing, marketing strategy, marketing plan, strategy, value proposition

marketing, marketing strategy, marketing plan, strategy, value proposition

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  • 1. Marketing 101 The Marketing Toolbox
  • 2. Meet Mike,a CEO trying tofigure out how todevelop theMarketing Strategy
  • 3. Mike knows thatMarketing is:
  • 4. An effort to reduce an excess of inventoryAdvertising and/or communications Sales
  • 5. Or someone trying to sell you a crappy defective product
  • 6. Ok, that’s what iscommonlymisunderstoodas marketing
  • 7. Sorry Mike,you’re goingin the wrongway
  • 8. Let’s see howReal Marketingworks
  • 9. "Because the purpose of business is tocreate a customer, the business enterprisehas two--and only two--basic functions:marketing and innovation.Marketing and innovation produceresults; all the rest are costs. Marketing isthe distinguishing, unique function of thebusiness." Peter Drucker
  • 10. Marketing is the distinguishing,unique function of the business? Hogwash!
  • 11. Marketing is a PROCESS for:Creating, communicating, delivering,and exchanging offerings that haveVALUE for customers, clients,partners, and society at large* * Adapted from the American Marketing Association
  • 12. Let’s check how todevelop theMarketing Process
  • 13. 1. Choose in which businesses you will compete.2. Define how are you going to compete in these businesses: Value proposition.3. Build your company around that value proposition.
  • 14. Marketing is inthe Strategy’sDNA
  • 15. Let’s take a closerlook to theMarketing Process
  • 16. Select in wich businesses you will compete
  • 17. Define how you will compete Value Proposition
  • 18. And be sure to understand what is the value for your customers! Price Performance Brand / Status Convenience / usability Customization
  • 19. Follow these stepsfor theValue GenerationProcess
  • 20. Value Generation Process1. Choose the value2. Provide the value3. Communicate the value
  • 21. 1. Choose the valueCustomer Targeting Value positioningSegmentation
  • 22. 2. Provide the valueProduct and/or Service Development Pricing Sourcing/Making Distributring/Servicing
  • 23. 3. Communicate the value Sales Force Sales promotion Advertising
  • 24. Now take the steps to deliver your Value Proposition and build your organization around it
  • 25. Let’s put all thisstuff in aMarketing Plan
  • 26. This is the content of the Marketing Plan1. Situation analysis2. Marketing strategies3. Financial analysis4. Implementation
  • 27. 1. Situation analysisMarket analysis SWOT CompetitionProduct offering Keys to success Critical Issues
  • 28. 2. Marketing strategies Brand mission Brand Objectives You have to KPI’s be in a mission, not just state one. Financial Objectives Customer segments KPI’s
  • 29. 2. Marketing strategies Positioning Marketing mix Remember the Value Generation Process: Tactical Marketing 2. Provide the value 3. Communicate the value Tactics Market research What to do, when, how and by whom to achieve the objectives
  • 30. 3. Financial analysisBreak-even analysis Sales forecast Expenses forecast
  • 31. 4. Implementation and controlling Don’t forget monitoring and making adjustments Making adjustments Goals Tactics Market research What to do, when, how and by whom to achieve the objectives KPI’s Monitoring and controlling results
  • 32. 4. Implementation and controllingMake adjustments after testing your value proposition with your CUSTOMERS And remember that the EXECUTION is the mostimportant phase. If you are not willing to execute your plan, you better don’t make it.
  • 33. Recap:1. Select your business(es).2. Define your Value proposition.3. Develop your Value Generation Process.4. Make a Marketing Plan.5. Execute and control.
  • 34. Thanks for your attentionSend your comments
  • 35. Photo credits1/11/14/34. 22. 23. 24. creditcardchaser.com7. 25. 28. 29. diariodelhuila.com18. / 30.
  • 36. Photo credits31. bookchiq/ mezzoblue/35. howardstrong/